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<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="UTF-8">
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<title>Assignment Week 12: Phase 4 Team Project | MKT2700</title>
<style>
/* ===== CSS RESET & VARIABLES ===== */
* {
margin: 0;
padding: 0;
box-sizing: border-box;
}
:root {
--navy: #1B365D;
--gold: #C4A35A;
--cream: #F5F3EE;
--white: #FFFFFF;
--dark-text: #2C2C2C;
--light-gray: #E8E6E1;
--shadow: rgba(27, 54, 93, 0.1);
}
html {
scroll-behavior: smooth;
}
body {
font-family: system-ui, -apple-system, 'Segoe UI', sans-serif;
line-height: 1.7;
color: var(--dark-text);
background-color: var(--cream);
}
/* ===== TYPOGRAPHY ===== */
h1, h2, h3, h4, h5, h6 {
font-family: Georgia, serif;
color: var(--navy);
line-height: 1.3;
margin-top: 2rem;
margin-bottom: 1rem;
}
h1 {
font-size: 2.5rem;
margin-top: 0;
}
h2 {
font-size: 2rem;
border-bottom: 3px solid var(--gold);
padding-bottom: 0.5rem;
margin-top: 3rem;
}
h3 {
font-size: 1.5rem;
color: var(--navy);
}
h4 {
font-size: 1.2rem;
color: var(--gold);
font-weight: 600;
}
p {
margin-bottom: 1rem;
}
strong {
color: var(--navy);
font-weight: 600;
}
code {
font-family: 'SF Mono', 'Cascadia Code', 'Consolas', monospace;
background-color: var(--light-gray);
border: 1px solid var(--gold);
padding: 0.2rem 0.4rem;
border-radius: 3px;
font-size: 0.9em;
}
/* ===== HEADER ===== */
.header {
background: linear-gradient(135deg, var(--navy) 0%, #2a4a7c 100%);
color: var(--white);
padding: 2rem 1rem;
text-align: center;
box-shadow: 0 4px 6px var(--shadow);
}
.header-meta {
font-size: 0.95rem;
color: var(--gold);
margin-bottom: 0.5rem;
letter-spacing: 2px;
font-weight: 500;
}
.header h1 {
color: var(--white);
margin: 0;
font-size: 3rem;
}
.header .subtitle {
color: var(--gold);
font-size: 1.3rem;
font-style: italic;
margin-top: 0.5rem;
}
.header .sub-subtitle {
color: #b0c4de;
font-size: 1.1rem;
margin-top: 0.3rem;
}
.copyright {
font-size: 0.85rem;
color: rgba(255,255,255,0.6);
margin-top: 0.5rem;
}
/* ===== LAYOUT ===== */
.container {
max-width: 900px;
margin: 0 auto;
padding: 2rem 1rem;
}
.course-info {
background-color: var(--white);
border-left: 5px solid var(--gold);
padding: 1.5rem;
margin-bottom: 2rem;
border-radius: 5px;
box-shadow: 0 2px 8px var(--shadow);
}
.course-info p {
margin-bottom: 0.5rem;
}
.course-info p:last-child {
margin-bottom: 0;
}
/* ===== CARDS ===== */
.card {
background-color: var(--white);
padding: 2rem;
margin-bottom: 2rem;
border-radius: 8px;
box-shadow: 0 2px 8px var(--shadow);
border-top: 4px solid var(--gold);
}
.phase-card {
border-left: 6px solid var(--navy);
position: relative;
}
.phase-card h3::before {
content: '';
display: inline-block;
width: 12px;
height: 12px;
background-color: var(--gold);
border-radius: 50%;
margin-right: 0.5rem;
}
/* ===== CALLOUTS ===== */
.pro-tip {
background-color: #FFFBF0;
border-left: 5px solid var(--gold);
padding: 1rem 1.5rem;
margin: 1.5rem 0;
border-radius: 5px;
box-shadow: 0 2px 4px rgba(196, 163, 90, 0.1);
}
.pro-tip strong {
color: var(--gold);
font-size: 1.05rem;
}
.callout-danger {
background-color: #FFF0F0;
border-left: 5px solid #C0392B;
padding: 1rem 1.5rem;
margin: 1.5rem 0;
border-radius: 5px;
box-shadow: 0 2px 4px rgba(192, 57, 43, 0.1);
}
.callout-danger strong {
color: #C0392B;
font-size: 1.05rem;
}
.callout-info {
background-color: #EBF5FB;
border-left: 5px solid #2980B9;
padding: 1rem 1.5rem;
margin: 1.5rem 0;
border-radius: 5px;
box-shadow: 0 2px 4px rgba(41, 128, 185, 0.1);
}
.callout-info strong {
color: #2980B9;
font-size: 1.05rem;
}
.callout-warning {
background-color: #FFF8E1;
border-left: 5px solid #E67E22;
padding: 1rem 1.5rem;
margin: 1.5rem 0;
border-radius: 5px;
box-shadow: 0 2px 4px rgba(230, 126, 34, 0.1);
}
.callout-warning strong {
color: #E67E22;
font-size: 1.05rem;
}
.callout-login {
background-color: #F0F4F8;
border-left: 5px solid var(--navy);
padding: 1rem 1.5rem;
margin: 1.5rem 0;
border-radius: 5px;
box-shadow: 0 2px 4px var(--shadow);
}
.callout-login strong {
color: var(--navy);
font-size: 1.05rem;
}
.decision-gate {
display: inline-block;
background-color: var(--navy);
color: var(--white);
padding: 0.3rem 0.8rem;
border-radius: 20px;
font-size: 0.85rem;
font-weight: 600;
margin: 0.5rem 0;
}
.artifact-badge {
display: inline-block;
background-color: var(--gold);
color: var(--white);
padding: 0.3rem 0.8rem;
border-radius: 5px;
font-size: 0.85rem;
font-weight: 600;
margin: 0.5rem 0;
}
.badge-required {
display: inline-block;
background-color: #C0392B;
color: var(--white);
padding: 0.2rem 0.6rem;
border-radius: 3px;
font-size: 0.8rem;
font-weight: 600;
}
.badge-optional {
display: inline-block;
background-color: #7F8C8D;
color: var(--white);
padding: 0.2rem 0.6rem;
border-radius: 3px;
font-size: 0.8rem;
font-weight: 600;
}
/* ===== LISTS ===== */
ul, ol {
margin-left: 1.5rem;
margin-bottom: 1rem;
}
li {
margin-bottom: 0.5rem;
}
.numbered-list {
counter-reset: item;
list-style: none;
margin-left: 0;
}
.numbered-list li {
counter-increment: item;
padding-left: 3rem;
position: relative;
margin-bottom: 1rem;
}
.numbered-list li::before {
content: counter(item);
position: absolute;
left: 0;
top: 0;
background-color: var(--navy);
color: var(--white);
width: 2rem;
height: 2rem;
border-radius: 50%;
display: flex;
align-items: center;
justify-content: center;
font-weight: 700;
font-size: 1.1rem;
}
ul.checklist {
list-style: none;
margin-left: 0;
}
ul.checklist li {
padding: 6px 0 6px 2rem;
position: relative;
}
ul.checklist li::before {
content: "\2610";
position: absolute;
left: 0;
font-size: 1.2em;
color: var(--navy);
}
/* ===== TABLES ===== */
table {
width: 100%;
border-collapse: collapse;
margin: 1.5rem 0;
background-color: var(--white);
box-shadow: 0 2px 8px var(--shadow);
border-radius: 8px;
overflow: hidden;
}
thead {
background-color: var(--navy);
color: var(--white);
}
th {
padding: 1rem;
text-align: left;
font-weight: 600;
font-family: Georgia, serif;
}
td {
padding: 1rem;
border-bottom: 1px solid var(--light-gray);
}
tbody tr:nth-child(even) {
background-color: var(--cream);
}
tbody tr:hover {
background-color: #FFF9E6;
}
/* ===== GRADING CRITERIA ===== */
.criteria-item {
margin-bottom: 1.5rem;
}
.criteria-header {
display: flex;
align-items: center;
margin-bottom: 0.5rem;
}
.criteria-percentage {
background-color: var(--gold);
color: var(--white);
padding: 0.3rem 0.8rem;
border-radius: 5px;
font-weight: 700;
margin-right: 1rem;
min-width: 60px;
text-align: center;
}
.progress-bar {
flex: 1;
height: 8px;
background-color: var(--light-gray);
border-radius: 10px;
overflow: hidden;
}
.progress-fill {
height: 100%;
background: linear-gradient(90deg, var(--gold) 0%, #D4B56A 100%);
border-radius: 10px;
}
.deliverable-num {
display: inline-block;
width: 28px;
height: 28px;
background: var(--navy);
color: var(--white);
text-align: center;
line-height: 28px;
border-radius: 50%;
font-size: 0.85em;
font-weight: 600;
margin-right: 8px;
}
/* ===== SECTION BREAKS ===== */
hr {
border: none;
height: 2px;
background: linear-gradient(90deg, transparent, var(--gold), transparent);
margin: 3rem 0;
}
/* ===== FOOTER ===== */
.footer {
background-color: var(--navy);
color: var(--white);
padding: 2rem 1rem;
text-align: center;
margin-top: 3rem;
}
.footer p {
margin-bottom: 0.5rem;
}
.footer em {
color: var(--gold);
font-style: italic;
}
/* ===== TABLE OF CONTENTS ===== */
.toc-container {
position: fixed;
top: 100px;
right: 20px;
width: 280px;
background-color: var(--white);
border-radius: 8px;
box-shadow: 0 4px 12px var(--shadow);
padding: 1.5rem;
max-height: calc(100vh - 140px);
overflow-y: auto;
z-index: 100;
}
.toc-header {
font-family: Georgia, serif;
font-size: 1.1rem;
color: var(--navy);
margin-bottom: 1rem;
font-weight: 700;
border-bottom: 2px solid var(--gold);
padding-bottom: 0.5rem;
}
.toc-list {
list-style: none;
margin: 0;
}
.toc-list li {
margin-bottom: 0.5rem;
}
.toc-list a {
color: var(--navy);
text-decoration: none;
display: block;
padding: 0.3rem 0.5rem;
border-radius: 4px;
transition: all 0.2s;
font-size: 0.9rem;
}
.toc-list a:hover {
background-color: var(--cream);
color: var(--gold);
padding-left: 1rem;
}
.toc-list .toc-section {
font-weight: 600;
}
.toc-toggle {
display: none;
position: fixed;
top: 20px;
right: 20px;
background-color: var(--navy);
color: var(--white);
border: none;
padding: 0.8rem 1.2rem;
border-radius: 5px;
cursor: pointer;
font-weight: 600;
z-index: 101;
box-shadow: 0 2px 8px var(--shadow);
}
.toc-toggle:hover {
background-color: var(--gold);
}
/* ===== RESPONSIVE DESIGN ===== */
@media (max-width: 1280px) {
.toc-container {
display: none;
}
.toc-container.visible {
display: block;
position: fixed;
top: 80px;
right: 20px;
left: 20px;
width: auto;
max-width: 400px;
margin: 0 auto;
}
.toc-toggle {
display: block;
}
}
@media (max-width: 768px) {
.header h1 {
font-size: 2rem;
}
h2 {
font-size: 1.5rem;
}
.container {
padding: 1rem;
}
.card {
padding: 1.5rem;
}
table {
font-size: 0.9rem;
}
th, td {
padding: 0.75rem;
}
.numbered-list li {
padding-left: 2.5rem;
}
.numbered-list li::before {
width: 1.5rem;
height: 1.5rem;
font-size: 0.9rem;
}
}
/* ===== PRINT STYLES ===== */
@media print {
body {
background-color: white;
}
.header {
background: white;
color: var(--navy);
border-bottom: 3px solid var(--navy);
}
.header h1 {
color: var(--navy);
}
.toc-container, .toc-toggle {
display: none;
}
.card, .course-info {
box-shadow: none;
border: 1px solid var(--light-gray);
page-break-inside: avoid;
}
a {
color: var(--navy);
text-decoration: underline;
}
.phase-card {
page-break-inside: avoid;
}
}
</style>
</head>
<body>
<!-- Table of Contents Toggle -->
<button class="toc-toggle" onclick="document.querySelector('.toc-container').classList.toggle('visible')">
☰ Table of Contents
</button>
<!-- Table of Contents -->
<aside class="toc-container">
<div class="toc-header">Table of Contents</div>
<ul class="toc-list">
<li><a href="#getting-started">0. Getting Started</a></li>
<li class="toc-section"><a href="#what-you-are-doing">1. What You Are Doing</a></li>
<li class="toc-section"><a href="#building-prototype">2. Building Your Prototype</a></li>
<li class="toc-section"><a href="#gtm-plan">3. Go-to-Market Plan</a></li>
<li class="toc-section"><a href="#prototype-testing">4. Prototype Market Testing</a></li>
<li class="toc-section"><a href="#milestone">5. This Week's Milestone</a></li>
<li class="toc-section"><a href="#deliverables">6. Week 12 Deliverables</a></li>
<li class="toc-section"><a href="#ai-tools">7. Supercharge with AI Tools</a></li>
<li class="toc-section"><a href="#grading">8. Grading Rubric</a></li>
<li class="toc-section"><a href="#tips">9. Tips for Success</a></li>
</ul>
</aside>
<!-- Header -->
<header class="header">
<div class="header-meta">MKT2700 • NORTHEASTERN UNIVERSITY • SPRING 2026</div>
<p class="copyright">© 2026 Brad Scheller</p>
<h1>Assignment Week 12: Phase 4 Team Project</h1>
<div class="subtitle">Week 12: From Validated Concept to Working Prototype & Go-to-Market Plan</div>
<div class="sub-subtitle">Building What You Proved the Market Wants</div>
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<p><strong>Course:</strong> MKT2700 — Product Design & Development — Spring 2026</p>
<p><strong>University:</strong> Northeastern University, College of Professional Studies</p>
<p><strong>Instructor:</strong> Brad Scheller</p>
<p><strong>Due:</strong> Sunday, March 22, 2026, 11:59 PM EST</p>
<p><strong>Points:</strong> 10% of Final Grade</p>
<p><strong>Submission:</strong> Canvas (one submission per team by deadline)</p>
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<p><strong>⚠ Important:</strong> This is where your concept becomes real. The market told you what it wants — now you must deliver. A beautiful prototype on an invalidated concept is worthless. Use your Week 10 persona feedback to guide every design decision.</p>
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<!-- Section 0: Getting Started -->
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<h2>0 Getting Started</h2>
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<li><strong>Download the Phase 4 Repository</strong> from <code>github.com/Brads777/ProdDevIQ3</code>. Click “Download ZIP” and extract to your working directory.</li>
<li><strong>Bring Your Previous Artifacts Forward.</strong> Copy these files from your previous phases into the Phase 4 project folder:
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<th>File</th>
<th>Source</th>
<th>Status</th>
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<td><code>product-requirements-v2.md</code></td>
<td>Phase 3, after persona testing</td>
<td><span class="badge-required">Required</span></td>
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<td><code>test-marketing-report.md</code></td>
<td>Phase 3, persona results</td>
<td><span class="badge-required">Required</span></td>
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<td><code>evaluation-rubric.md</code></td>
<td>Phase 1, Step 2</td>
<td><span class="badge-optional">Optional</span></td>
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<td><code>strategic-brief.md</code></td>
<td>Phase 1, Step 1</td>
<td><span class="badge-optional">Optional</span></td>
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<p><strong>Can’t find your files?</strong> The <code>/build-prototype</code> skill will search nearby folders automatically.</p>
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</li>
<li><strong>Open Claude Code,</strong> <code>cd</code> into your Phase 4 folder, run <code>claude</code>, type <code>/login</code>, then <code>/build-prototype</code> to begin.
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<p><strong>Same as Phase 3:</strong> The <code>/login</code> command connects you to your NEU Claude account. This gives you access to Opus 4.6 at no cost — your Northeastern license covers it. You must be logged in before running any pipeline skills.</p>
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<!-- Section 1: What You Are Doing -->
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<h2>1 What You Are Doing</h2>
<p>You spent Week 10 stress-testing your concept against 100–200 synthetic personas. You now know:</p>
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<li>Which market segments are hot and which are cold</li>
<li>The top objections and what would convert skeptics</li>
<li>Exactly which features matter and which are noise</li>
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<p>This week you will:</p>
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<li><strong>Build a working prototype</strong> — not a slide deck, not a mockup — a functional prototype that demonstrates your core value proposition</li>
<li><strong>Develop a comprehensive go-to-market plan</strong> — addressing market sizing, positioning, pricing, launch strategy, and chasm-crossing</li>
<li><strong>Get market feedback on your prototype</strong> — a second round of persona testing, this time on the actual product (product-use test, not just concept test)</li>
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<th>Component</th>
<th>Description</th>
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<td><strong>Working Prototype</strong></td>
<td>A functional demonstration of your product. For software: an interactive web application (HTML/CSS/JS). For physical products: 3D renders, product images showing usage in context, and a demo video. The prototype must demonstrate the core features identified as critical by your persona testing.</td>
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<td><strong>Go-to-Market Plan</strong></td>
<td>A comprehensive plan addressing: target market (beachhead), competitive positioning, pricing strategy, 4Ps tactical plan, launch cycle, chasm-crossing strategy, and budget allocation. Built through guided AI interview based on your research.</td>
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<td><strong>Prototype Market Test</strong></td>
<td>Your prototype tested against the same persona archetypes from Week 10. This is a PRODUCT-USE test (does this solve your problem?) not a concept test (do you need this?).</td>
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<h2>2 Building Your Prototype</h2>
<p>The <code>/build-prototype</code> skill guides you through building a working prototype. The AI acts as your technical co-pilot — it interviews you about design decisions, then helps build the deliverable.</p>
<h3>For Software Products</h3>
<p>The skill will guide you through:</p>
<ol class="numbered-list">
<li><strong>Platform decision</strong> — Smartphone app? Desktop browser? Tablet? The AI helps you decide based on your persona data.</li>
<li><strong>Information architecture</strong> — What screens/pages does the user need? What’s the flow? The skill generates an ASCII wireframe layout for each key screen.</li>
<li><strong>UI/UX design</strong> — Visual design decisions guided by your persona preferences (tech savviness levels, accessibility needs). Generates a style guide.</li>
<li><strong>Working build</strong> — The skill generates a self-contained HTML/CSS/JS prototype with multiple interactive pages. Uses a Lovable-style approach: clean, modern UI with a small backend (localStorage or JSON) for data persistence.</li>
<li><strong>Demo walkthrough</strong> — A scripted walkthrough showing the prototype solving the user’s core problem.</li>
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<h3>For Physical Products</h3>
<p>The skill guides you through:</p>
<ol class="numbered-list">
<li><strong>Product visualization</strong> — Generates detailed text descriptions of the product from multiple angles. Helps you create prompts for AI image generation tools (DALL-E, Midjourney, etc.).</li>
<li><strong>Usage scenarios</strong> — 3–5 images/descriptions showing the product in real-world usage contexts.</li>
<li><strong>Technical specifications</strong> — Dimensions, materials, manufacturing approach.</li>
<li><strong>Demo storyboard</strong> — A video storyboard showing the product in action (30–60 seconds).</li>
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<p><strong>Prototype scope:</strong> The prototype doesn’t need to be perfect — it needs to be real enough that personas can evaluate whether it solves their problem. Focus on the core value proposition, not edge cases.</p>
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<h2>3 Developing Your Go-to-Market Plan</h2>
<p>The <code>/build-gtm</code> skill conducts an intelligent interview to build your go-to-market plan. It asks you questions, you answer based on your research, and it assembles the plan.</p>
<p>The interview covers these areas:</p>
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<th>Area</th>
<th>What the AI Asks</th>
<th>What You Provide</th>
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<td><strong>Market Sizing</strong></td>
<td>“Based on your research, what’s the total addressable market?”</td>
<td>TAM/SAM/SOM with sources from Phase 4 deep research</td>
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<td><strong>Beachhead Market</strong></td>
<td>“Which specific niche will you dominate first?”</td>
<td>The ONE segment with highest interest + purchase intent from persona data</td>
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<td><strong>Competitive Positioning</strong></td>
<td>“How will you differentiate?”</td>
<td>Positioning choice (price/features/experience/brand) backed by persona feedback</td>
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<td><strong>Pricing Strategy</strong></td>
<td>“Skim, penetrate, or freemium?”</td>
<td>Strategy choice with justification from persona price sensitivity data</td>
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<td><strong>4Ps Tactical Plan</strong></td>
<td>Product, Price, Promotion, Place specifics</td>
<td>Detailed tactics for each P</td>
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<td><strong>Chasm-Crossing</strong></td>
<td>“How will you get from early adopters to early majority?”</td>
<td>Bowling alley strategy — which niches, in what order</td>
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<td><strong>Launch Approach</strong></td>
<td>“Aggressive, cautious, or balanced?”</td>
<td>Entry strategy with rationale</td>
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<td><strong>Permanence Decisions</strong></td>
<td>“Which decisions are one-way doors?”</td>
<td>List of irreversible vs. reversible decisions</td>
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<td><strong>Budget Allocation</strong></td>
<td>“How will you spend your first $100K?”</td>
<td>Allocation across awareness, trial, distribution</td>
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<p><strong>Evidence required:</strong> Every answer must cite evidence — persona data, market research, competitive analysis. The AI will push back on unsupported claims. “We think...” is not acceptable. “Based on our persona data showing 73% purchase intent in the 25–34 segment...” is.</p>
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<h2>4 Prototype Market Testing Protocol</h2>
<p>After building the prototype, you test it against personas. This is a <strong>product-use test</strong>.</p>
<h4>Key Distinction:</h4>
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<th>Concept Test (Week 10)</th>
<th>Product-Use Test (Week 12)</th>
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<td>Tests the <strong>IDEA</strong></td>
<td>Tests the <strong>PRODUCT</strong></td>
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<td>“Do you need this?”</td>
<td>“Does this solve your problem?”</td>
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<td>No prototype required</td>
<td>Working prototype required</td>
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<td>Output: Trial probability</td>
<td>Output: Repeat purchase probability + refinements</td>
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<h4>Testing Rounds:</h4>
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<li><strong>Round 1:</strong> 50–100 personas evaluate the prototype (not just the concept)</li>
<li><strong>Round 2:</strong> Same 5 archetypes from Week 10 (Enthusiast, Skeptic, Fence-Sitter, Edge Case, Primary Target) do deep product-use interviews</li>
<li><strong>Round 3:</strong> Iterate based on feedback</li>
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<p><strong>Success threshold:</strong> >85% composite score (higher than concept test because you now have a working product).</p>
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<!-- Section 5: This Week's Milestone -->
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<h2>5 This Week’s Milestone</h2>
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<th style="width: 8%;">Step</th>
<th style="width: 16%;">What</th>
<th>What You Do</th>
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<td><strong>1</strong></td>
<td><strong>Prepare</strong></td>
<td>Copy your revised PRD, test marketing report, and all Phase 1 artifacts into your Phase 4 project folder.</td>
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<td><strong>2</strong></td>
<td><strong>Design</strong></td>
<td>Use <code>/build-prototype</code> — the AI interviews you about platform, architecture, UI/UX decisions. Let your persona data guide choices.</td>
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<td><strong>3</strong></td>
<td><strong>Build</strong></td>
<td>The AI builds your working prototype. Review it. Request changes. Iterate until it demonstrates your core value proposition.</td>
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<td><strong>4</strong></td>
<td><strong>Plan</strong></td>
<td>Use <code>/build-gtm</code> — the AI interviews you about market sizing, positioning, pricing, launch. Every answer backed by evidence.</td>
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<td><strong>5</strong></td>
<td><strong>Test</strong></td>
<td>Run <code>/test-prototype</code> — personas evaluate your actual product, not just the concept. Target >85% composite.</td>
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<td><strong>6</strong></td>
<td><strong>Iterate</strong></td>
<td>Fix the prototype based on product-use feedback. Document every change and the data that drove it.</td>
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<td><strong>7</strong></td>
<td><strong>Retest</strong></td>
<td>Run <code>/test-prototype</code> again. Compare scores. Show improvement.</td>
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<td><strong>8</strong></td>
<td><strong>Compile</strong></td>
<td>Assemble all deliverables. Ensure go-to-market plan addresses all areas from Section 3.</td>
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<td><strong>9</strong></td>
<td><strong>Submit</strong></td>
<td>Submit to Canvas by Sunday, March 22 at 11:59 PM EST.</td>
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<!-- Section 6: Week 12 Deliverables -->
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<h2>6 Week 12 Deliverables</h2>